Analysis of Product Attributes That Influence Customers Toward A Purchase Intention of Eco-Friendly Household Products

Abstract

Household plastic waste is one of the biggest contributors to waste problems in Indonesia and it raises the awareness in the community of the importance of protecting the environment. It is triggering the business sector to innovate eco-friendly household products. Now, many businesses are competing in the market. However, eco-friendly businesses use the same way to do their business activities that make the product in the market look similar. This phenomenon should be considered by a new business player to have a differentiation to compete in a similar sector. Thus, understanding the product attributes of eco-friendly household products that customers need is important to strengthen a new business. The researcher analyzed conventional and eco-friendly product attributes; price, type of material, product durability, availability of eco-labels, and environmentally friendly production processes. This study was conducted using a quantitative method using online questionnaires distributed to 254 people who are interested in eco-friendly household products within the age range of 20-55 years and who live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), Bandung, and Bali. Using SmartPLS program to process the analysis using PLS-SEM and descriptive analysis. This study is expected to get the most significant attributes of eco-friendly household products that can affect customers' purchase intentions.